Message from the general manager

At the dawn of SBM Centenary, which I have the privilege of assuring the General Management since the end of 2016, I am happy to open a new page in the digital communication of the Company.


Since its launch in 1919, SBM accompanies modern Morocco through the successive changes that it has known throughout its history, to become today a reference in the field of agribusiness and the undisputed leader of the brewing activity in Morocco.


Today, our main activity revolves around four families of products and businesses, namely, beer, wine, water and olive oil, as well as the direct distribution business via the NICOLAS franchise.


We work every day to expand our know-how and remain a major player on the national and international scene. Our signature “Transformers of the Soil Products” reflects our commitment and passion to produce and distribute products with maximum integration in Morocco.


To achieve this vision, we wanted to conduct a proactive policy based on listening, pragmatism and efficiency. These Values are shared by all our employees who are the backbone of SBM.


Like our President, Mr. Pierre Castel, we are convinced that a company that does not grow is a company that will collapse. That’s why we regularly question ourselves and look for new development opportunities.


The success of a company is measured by the value it creates not only for its customers and employees, but also for the environment with which it is in perpetual interaction.


Our commitment goes well beyond our vocation as a financial performing producer to integrate the ambition to be an exemplary citizen who contributes to the development of his country.


With the CGEM’s CSR Label and our recent investment in renewable energies, SBM contributes to the societal and environmental development of Morocco … and does not stop there.


“Alone, we go faster. Together we go further”. African proverb.

Brahim Laroui – General Manager


  • 1,500 employees
  • 4 beer bottling units
  • 2 breweries
  • 3 water conditioning units
  • 1,500 hectares of vineyards
  • 1 wine conditioning unit
  • 600 hectares of olive groves
  • 1 unit of crushing and storage of olive oil
  • 2 585 000 KMAD of turnover in 2018